consumer behavior research methods quantitative vs. qualitative quantitative: based on “numbers”...
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Consumer Behavior Research MethodsConsumer Behavior Research Methods
Quantitative vs. QualitativeQuantitative vs. Qualitative
Quantitative:
• Based on “numbers”
• More “closed ended”
• Quantify differences
• Larger sample sizes
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Qualitative:
• Based on “intuition and experience”
• More “open ended”
• Interpretation by researcher
• Smaller sample sizes
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Correlational vs. ExperimentalCorrelational vs. Experimental
Correlational:
• naturally occurring relationships
• Difficulty with cause & effect
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Advantages
• Some things can’t be manipulated
• More “natural” look at behavior
• New phenomenon
• Several variables
Disadvantages
• Cause & Effect?
• Confounds ?
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Experimental:
• cause & effect
• manipulate variables
• control extraneous variables
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Independent Variable: Variable doing the causing “manipulated” variable
Dependent Variable: Variable being “effected” “measured” variable
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Between Groups Experiment:Between Groups Experiment:
Random Assignment
Group 2:Control
DV DV
Group 1:Treatment
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Within Groups Experiment:Within Groups Experiment:
IV DVDV
Before & After / Simple Baseline Design
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Research ToolsResearch Tools
Surveys:
• ask people basic things
• often just opinions
• large sample
• scales and open end
• descriptive – use cross tabs
• not very in depth
• can get misrepresentation
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Questionnaires / Tests:
• more detailed
• variety of methods to collect data
• typically quantitative
• convenient
• validity and reliability issues
• accuracy?
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Focus Groups: Small groups In depth discussions Trained moderator leads
Leads as the group dictates Qualitative
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BUT: Social desirability Misrepresentation Memory Leading questions Misinterpretation by moderator Interpretation biases See what they want to see?
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Interviews:
• one-on-one, diads, triads
• more open ended
• similar in some respects to focus groups
• can be long term
• more intimate questions than focus groups
• verbal and nonverbal important
• qualitative
• similar problems as with focus groups
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Storytelling:
• consumers tell stories
about product
about similar products
about hypothetical products/situations
• features, use, experiences etc.
• qualitative
• insight from researcher
• focus on tangible and intangible
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Ethnographics:
• extended time with consumer
• similar to storytelling
• but their life is the “story”
• direct observation
• relates consumer attitudes and actual usage
• context!
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Ethnographics:
• Lifestyle
• Actual product usage
• Interviews:
• bonding is crucial
• subject leads
• observe environment (photo/video)
• observe non-verbal
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Purchase Panels:
• group consumption examined
• individuals represent segments of pop.
• typically tracked electronically
• Neilson ratings
• TOPPS Club
• can see what sells
• track if ads are working
• see if patterns change after promotions
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Correspondence Analysis:
• Perceptual Maps
• find out how many people say they think a factor is important for different brands
• shows factors that “cluster” with a certain brand
• graphical
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eg. Tell which brands match each of the adjectives:
Ford BMW Mitsubishi Toyota Honda
Fun
Prestige
Reliable
Good Resale
Quality
Speed
Practical
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* Quality
* Reliable
* Good resale
* Speed practical *
Ford
* Many colors
* Prestige
BMW
* Fun
Toyota
Honda
Mitsubishi
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Derived Importance:
• “underlying” reasons
• STATED IMPORTANCE
• compared to DERIVED IMPORTANCE
rate preference of different brands
rate how much attribute fits each brand
features that drive consumption should be rated higher for more preferred brands
• graphical representation
“quadrants” of opportunity
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Stated
Importance
Derived Importance
Minimum
Requirements
High Impact
Requirements
Limited
Opportunity
Hidden
Opportunity
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* Quality
* Low price
* Speed
* Many colors
* Good resale
* Fun
SISI
DIDI